The industrial sector is incredibly established, with businesses operating in this industry contributing significantly to the global economy. In fact, the Australian manufacturing industry, which makes up just one component of the industrial sector, is valued at 385.9 billion dollars.
This figure is forecast to grow in the years to come, and if you’re an industrial business that wants to remain competitive and reap the benefits, establishing yourself in the market is crucial.
How is your product superior to similar offerings, or in other words, why should prospects choose you? With a comprehensive marketing strategy, you can determine your unique value proposition, clearly communicate it with the right people, and effectively differentiate your organisation. When doing this, gaining a sound understanding of who makes up your target audience is vital. If you fail to reach potential customers who have a real interest in what you’re offering, you will likely struggle to drive conversions, regardless of how brilliant your product or promotional efforts are.
You’re a B2B organisation and, thus, the way you systematically target your audience will be vastly different from a B2C company. While B2C marketing strategies typically aim to reach a large pool of consumers in a certain group, B2B industrial businesses are more focused on making sure these individuals are the right consumers. It’s not so much about the volume of sales, but the value of them. Securing relatively large, return customers is essential, so your marketing efforts need to be highly targeted and ongoing.
1. Build a Strong Brand Position in the Industrial Market
An organisation’s positioning is at the heart of everything they do. By effectively positioning themselves in the business landscape, organisations are able to convey to potential consumers how they can meet their needs like no one else.
The need to determine your unique value proposition and pinpoint your target audience was touched on before, and when positioning your brand, this is made all the more important.
Developing customer personas that define and categorise the different characteristics of your ideal consumers will give you a clear idea of who your best prospects are. This can help your business create campaigns that are tailored to the distinct preferences of each group, giving your marketing efforts direction. In addition to this, you’ll be able to dedicate more resources towards attracting people who have high purchase intent and are actually interested in your offering.
2. Create an Exceptional Website
Your website is the online face of your business. If an individual is searching for your brand online or the type of product you offer, they’ll likely end up at your website. The chances of people who are met with a confusing, poorly designed website sticking around are slim.
“75% of consumers admit to making judgements on a company’s credibility based on the company’s website design.”
When creating your business’ website, or reviewing your current online domains, consider the following:
- Is your website compatible with desktops and mobile devices?
- Is the content you’ve included useful, easy to comprehend and relevant?
- Have you included call-to-actions that encourage conversions?
- How user-friendly is the design and layout of your website?
- Have you included internal and external links?
- Is your website visually appealing and engaging?
If there are any points you’re unsure of, feel free to get in touch with our marketing experts. We’ve had extensive experience building and updating online domains and can do everything from designing to writing the content for your website.
3. Lead Generation & Management
Typically, a prospect needs to come in contact with a brand eight times before they convert into a valuable sale. In the B2B industrial industry, buyers progress through a long and complex consumer journey, so it’s not uncommon for this figure to rise even higher.
Customers are generally making bulk purchases, and if the supplier is unreliable or sells them a product that doesn’t meet their quality standards, this will negatively impact their business. Thus, numerous decision-makers are involved in the discussions required to reach and approve a final verdict. This in itself adds time to the purchasing journey and, inevitably, introduces another layer of difficulty.
So, how can your industrial business overcome this challenge?
In most cases, simply being made aware of a particular offering isn’t going to make a prospect decide to convert. To truly optimise your industrial marketing strategy, you need to employ purposeful strategies that effectively nurture leads at each stage of the buyer journey.
By delivering continued, relevant value to potential customers, you can build ongoing relationships with prospects that reinforce exactly why you have the ideal solution for their needs. Whether you share eGuides, write blogs, keep subscribers updated with a monthly newsletter or the like, staying in touch is crucial.
“B2B marketers receive 67% more leads if they have a blog.”
You’re an industrial business, so it’s likely that you rely heavily on return customers who consistently make large purchases. This means your post-sale marketing strategies are just as important as those you integrated to convert leads, so your value-driven efforts need to be ongoing.
For professional assistance in building your industrial marketing strategy, speak with an expert from the Lead Agency today.